NDLI: Green marketing

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Green marketing

Content Provider	Scilit
Copyright Year	2016
Description	It is over 25 years since the Brundtland Report, Our Common Future (WCED 1987), brought the concept of 'sustainable development' into the mainstream of business and political debate. It put forward a convincing case that the economic growth of the late twentieth century was not sustainable in environmental, social and, ultimately, economic terms. It put forward the need for development that 'meets the needs of the present without compromising the ability of future generations to meet their own needs' (WCED 1987: 43). Following the Earth Summits in 1992, 2002 and 2012, governments and major corporations alike have generally adopted the pursuit of sustainability as a strategic goal. Sustainability reporting has increasingly become the norm for public companies and, by 2014, has been adopted by 93 per cent of Fortune 500 firms (Ceres 2014). Business sustainability is often framed in terms of a triple bottom line strategy (Elkington 1997) that seeks to balance economic prosperity (profit) with social justice (people) and environmental quality (planet). The challenge lies in turning these good intentions into meaningful progress in the face of powerful vested interests, an entrenched and environmentally hostile dominant social (and management) paradigm (DSP), and a global economy with tremendous momentum on a trajectory that pursues conventional economic growth. Book Name: The Marketing Book
Related Links	https://api.taylorfrancis.com/content/chapters/edit/download?identifierName=doi&identifierValue=10.4324/9781315890005-35&type=chapterpdf
Ending Page	619
Page Count	25
Starting Page	595
DOI	10.4324/9781315890005-35
Language	English
Publisher	Informa UK Limited
Publisher Date	2016-04-14
Access Restriction	Open
Subject Keyword	Book Name: The Marketing Book Cultural Studies Social Environmental Sustainable Economic Growth Put Forward
Content Type	Text
Resource Type	Chapter

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